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When we talk about social media, it’s the same as talking about connecting and making conversation. Via social networks people all over the world are able to interact, share content, valuable advice and also recommend products to each other, for example.
Social media is also a particularly useful tool for businesses that want to brand themselves, market a new product etc, as social networks allow them to meet their current and potential customers at close hand.
Here, it is therefore vital that a business is transparent in its communication, and the use of the concept storytelling can be an effective element, when wanting the customers to know more about the business and the people behind it.
What is storytelling then?
According to the National Storytelling Association (1997), storytelling can be defined as the art of using language, vocalization, and/or physical movement and gesture to reveal the elements and images of a story to a specific, live audience. A central, unique aspect of storytelling is its reliance on the audience to develop specific visual imagery and detail to complete and co-create the story.
Thus, when wanting to brand an organization, for example, it can be very effective to make use of storytelling in order to create and project a certain image and identity. Moreover, it can be a part of building a more personal relationship to customers, and gain their trust by letting them know who is actually behind the business and drawing on the human element.
When thinking about making use of the concept of storytelling, there are a few elements that are worth taking into consideration before getting started – depending on what situation you are in and what you want to achieve, as well. First of all, there are some different situations of the organization, and secondly, some important elements to think about when composing the content. Let’s take a look at them:
You can make use of storytelling in case of…
- breaking news
– education
– creating leadership
– product launch
– creating brand awareness
– crisis management
– being persistently present
– creating community relations
– practice of CSR
Typical elements of content:
- Make sure your story makes sense, and includes a beginning, plot and ending.
– Relate it to the specific needs of your target audience.
– Make your story unique, so the audience gets an impression of your company.
– Tell a story that is believable and builds trust in you.
– Be convincing, and think of the image and identity you want to project.
– The story should be memorable and inspiring – and maybe entertaining?
Storytelling is actually the most powerful driver of engagement in social media. Thus, when you get your story ready for your audience, it can be a very effective tool in obtaining a larger customer base. People love to hear a good story, which they can share with their network.
So why not start trying to tell some stories, and figure out how good a storyteller you are?
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